Category: UX advice / Ecommerce guides

The ecommerce experience funnel

In the world of ecommerce there are lots of funnels to be found—try Googling it, you’ll see what I mean:

A series of ecommerce marketing funnels

Marketing land

These diagrams aim to explain the process that users go through to reach purchase. Metrics can then be assigned to them to determine how successful a process it is. They’re known as funnels because there are always more people at the top tapering off to the few that purchase at the bottom.

However the majority of funnels out there are related to marketing or the discovery journey. They often use quite vague language like ‘awareness’, ‘consideration’, ‘prospects’, etc. This might well be how the user is thinking but I prefer terms that relate to concrete actions that a user takes, which is much more useful for designing.

Another problem is that in a lot of these funnels the website isn’t accurately represented: they are usually missing at least one step that users go through. If you just have a funnel that tracks website visits and then basket additions, you’ll fail to learn whether it was the landing page, the listings page, or the product page that has the biggest room for improvement.

Ecommerce websites actually lend themselves to a funnel as the steps a user must go through are pretty fixed. As a result this is a structure the vast majority of ecommerce websites use (whether they know it or not).

For whatever reason an ecommerce website *experience* funnel is not one you find out there very often. To remedy that, here’s my simple expression of how ecommerce websites are constructed and the actions a user must do to convert.

The funnel

This structure consists of pages that are found in almost all ecommerce sites. Even if you have nothing else on your site, with these four page templates you should be able to make sales.

Ecommerce experience funnel UX

Here’s an intro to the stages of my ecommerce experience funnel with a link to an article about each of them:


The landing pages are the equivalent of the shop window in a physical store and the job here is to show users what the site offers and encourage them to ‘enter the store’. It should also explain how it differs from other sites out there. Most users will arrive here.

Read more about landing pages.


This is similar to the inside layout of the store and the job here is to help users compare different options to find something they want to buy, often by splitting products up into categories. You might need filters to help them do this.

Read more about listings.


The product pages do the job of a product’s packaging in a real-life store. It needs to show off the thing despite you not being able to see it. It also must convey all the details and information a user needs to know to be confident in making a purchase.

Read more about product pages.


This is where the user comes to purchase and often organise delivery (often this step will begin with a basket). It’s a somewhat standardised process so there are conventions to learn but also things you can do to make it quick and convenient to pay.

Read more about checkout.

Not all sites will require every step of the funnel. For example, if you’re selling a single product then it’s possible to just have a product page without landing or listings. And if you’re only selling a few products you probably don’t need the listings filtering functionality.

As all sites grow they do end up requiring all four of these steps and tips for designing for each of them can be found in my book, Designing Ecommerce Websites. You can also get hold of a free taster version of the book below.

Last updated on 28 October 2019
Designing Ecommerce Websites 2nd edition book cover

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